New Muck Rack Report Reveals Most Pr Pros Use Ai At Work

Bonisiwe Shabane

-Nov 18, 2025, 9:26 AM

new muck rack report reveals most pr pros use ai at work

January 16, 2025 12:30 ET | Source: Muck Rack Muck Rack Miami, Jan. 16, 2025 (GLOBE NEWSWIRE) -- Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it boosts the quality of their work and 93% say it speeds up their work, according to Muck Rack’s third State of AI in PR report. The report surveyed over 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications Top AI use cases in PR Brainstorming and writing tasks remain the top use cases for AI in PR.

The survey revealed that 82% of professionals use AI for brainstorming, 72% leverage it for drafting content and 59% rely on it for research and crafting social media copy. Fifty-seven percent report utilizing at least one paid AI tool. There are some areas where AI is less frequently used. Only 21% reported using AI to find journalists. Interestingly, PR pros edit AI output less frequently than in previous years. In 2024, 61% reported revising most of the text output; in 2025, this figure dropped by 10%.

This shift likely reflects improvements in AI’s capabilities. The future of search will take center stage at the SEO & GEO Outlook 2026 Breakfast, where leading search and digital marketing experts will explore how AI-powered generative search is reshaping online visibility and... The event, co-produced by... From the outset of the annual Mid-Atlantic MarCom Summit and ADWKDC, communicators were told they are facing a "world of constant change." Perhaps, said a speaker at the opening session, what communicators really need,... The annual Mid-Atlantic MarCom Summit and ADWKDC will be held on Thursday, October 9, at the Convene Conference Center in Arlington, VA. Advertising, marketing, public relations and media thought leaders will share their expertise on the current and coming trends that...

The latest group of speakers are listed below for the October 9 Mid-Atlantic MarCom Summit and ADWKDC. The summit will be held in Arlington, VA at the Convene Conference Center in the Rosslyn district of Arlington. Sessions will include a broad range of topics for... TIME has launched the TIME AI Agent, an artificial intelligence–powered platform designed to help readers engage more deeply with its journalism. The new system, built on TIME’s reporting and generative AI technology, allows readers to interact with content in real... In 2024 artificial intelligence investment and innovation exploded with $240 billion in total United States market capital spent.

While the numbers and new advancements were impressive, 2025 is set to continue that growth trend with the largest tech companies expected to spend north of $300 billion on new technologies and datacenter buildouts. In the PR and marketing world, 2024 brought a rapid integration of these technologies into team workflows, helping streamline media relations, research, writing, data collection and more. To better understand AI’s real-world impact on PR pros, Muck Rack released a State of AI in PR Report, which dove into how teams are (and are not) using AI, the ethics of using... As an agency owner with more than 25 years of experience creating and running PR and content programs for B2B tech brands, here’s what stood out in the report to me, what feels a... Muck Rack’s report highlights that three out of four PR pros use generative AI at work, nearly triple the amount compared to 2023. Yet, 55% of agencies still lack clear guidelines on how AI should (or shouldn’t) be used.

We saw employees embrace AI tools early on (and encouraged it), which is why we implemented an AI Guidelines Policy in early 2023. We want employees to use these tools to enhance the work they do, but also make it clear that AI-generated content is NOT a replacement for doing actual work. Some key elements to consider in a policy include general usage principles, acceptable use of specific AI tools, a “do-not use” list (and why), best practices for prompts, and an approved tools list. One of the most common AI use cases shown in the report is brainstorming. When it comes to ideation, looking at a blank page can be intimidating and using AI can help spark ideas. That’s fantastic, but don’t let AI be a crutch for all of your creative ideas.

Building and learning your own creative process and applying that to PR is incredibly valuable. Encourage your teams to find a balance. On the flip side, it’s surprising that only 21% of PR pros use AI for journalist research. When used properly, AI can help find previous coverage from reporters, identify their interests, and recognize patterns in their articles. And tools like Muck Rack, Cision, Propel and others are rapidly rolling out tools that apply AI to media relations workflows, trends and research. Teams can lean into these features, while still validating the results.

Each week we’ll gather headlines and tips to keep you current with how generative AI affects PR and the world at large. If you have ideas on how to improve the newsletter, let us know! A new Muck Rack report confirms what many PR pros have suspected for months: Media coverage is even more valuable as more people turn to generative AI to search for information. Muck Rack analyzed more than a million links cited by ChatGPT, Gemini, and Claude across hundreds of thousands of queries and found that more than 95% of AI-cited links are non-paid sources, and more... The bots may be artificial, but their trust in news is very real and it’s driving more than citations. Google is still the web traffic king — it sent 191 billion referrals to the top 1,000 websites last month, according to data from Similarweb — but referrals from AI tools grew 357% year...

Traditional media relations has always prized top-tier coverage. That’s still valuable, but AI models are now elevating trade publications, too. In finance, Claude cited unique sources in 90% of its top 10 domains. In health care, Gemini led the pack with 50% of its top citations coming from niche-specific outlets. The industry insiders PR teams have long pitched are now shaping what AI models surface as authoritative. For comms pros, this shift marks the start of a new playbook.

Just as SEO became essential when Google ruled discovery, generative engine optimization (GEO) is emerging as the next staple. The future of media relations is about influencing both human audiences and the algorithms that drive what AI reads, cites, and shares next. Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈 Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈 New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals Miami, Jan.

16, 2025 (GLOBE NEWSWIRE) -- Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it boosts the quality of their work and 93% say it speeds up their work, according to Muck Rack's third State of AI in PR report. The report surveyed over 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications Top AI use cases in PR Brainstorming and writing tasks remain the top use cases... The survey revealed that 82% of professionals use AI for brainstorming, 72% leverage it for drafting content and 59% rely on it for research and crafting social media copy. Fifty-seven percent report utilizing at least one paid AI tool. There are some areas where AI is less frequently used.

Only 21% reported using AI to find journalists. Interestingly, PR pros edit AI output less frequently than in previous years. In 2024, 61% reported revising most of the text output; in 2025, this figure dropped by 10%. This shift likely reflects improvements in AI's capabilities. AI policies and training in the workplace Despite widespread adoption, over half of companies lack formal AI usage policies. Among organizations with guidelines, nearly 60% of PR professionals follow them strictly.

Access to AI training also remains limited, with more than one-third of respondents reporting formal workplace education on the tools. There is a notable gap in expectations between brands and agencies. While 37% of brand professionals advocate for full disclosure of AI use by their agency partners, only 20% of agency PR professionals disclose their AI use all the time. Concerns about AI in PR PR professionals remain cautious about AI's risks. Top concerns include: Over-reliance by newcomers on AI instead of learning the principles of the industry Unscrutinized AI output The potential of clients or firms to undervalue human content creators Those not yet using... Methodology Muck Rack surveyed 1,013 PR professionals from Nov.

13 to Dec. 17, 2024, and distributed the survey mainly via email. The responses were reviewed and corrected for any low effort, straight-lining or major outliers. The conservative estimate of the margin of error is +/- 2.9%. Unless otherwise noted, results should not be compared to previous year's responses due to changes in how the questions were asked. Download the full report to learn more about the current state of AI in PR.

About Muck Rack Muck Rack is the leading provider of award-winning PR software built for how brands and agencies work. The only public relations software powered by intuitive technology and the most accurate, comprehensive data provided by journalists themselves, Muck Rack combines media database, monitoring and reporting for seamless team collaboration, pitching and measurement. Purpose-built for communications and public relations, Muck Rack helps more than 5,000 companies worldwide analyze and report on the impact of their media relations. Thousands of journalists use Muck Rack's free tools to showcase their portfolios, analyze news about any topic and measure the impact of their stories. Learn more at muckrack.com. Contact MEDIA Bailey Mark Senior Communicaitons Manager [email protected] Market News and Data brought to you by Benzinga APIs

New Muck Rack Report Reveals Most Pr Pros Use Ai At Work

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